Dec 9, 2012 7:00am EST
technology that you get your money back in two to three years. that's a winning proposition to the american consumer. >> me let me ask you about something else. most auto companies market to men, and yet women are making the lion's share of financial decisions. how come the auto sector isn't marketing to women? is your industry behind the times? >> our industry iss behind the times in some ways, maria. our data shows 60% of women are deciding what finally happens. they are brilliant and let the men think they have decided but at t the end of the day it is t women that has decided. i will tell you what has changed. in the digal world of today, women or men can do their research and their negotiating from their ied pad, mobile phone or home computer. women are very comfortable in that environment. really like the fact that they are now in control of the negotiation, rather than the old scheme where they have to come in to the dealership and jump through all of the hoops. i'm optimistic that a transformation is underway in auto may havetive retail that is much more customer friendly.